FEATURES FOR THE USE OF DIGITAL TECHNOLOGIES IN INSURANCE

Abstract

The article is devoted to the study of the processes of using digital technologies in insurance, which act as a catalyst for the development of insurance relations.

 The article highlights the theoretical provisions of the concept of Insurtech as a set of technological innovations in the insurance industry. The key digital tools that are actively implemented by insurance companies around the world, including the use of artificial intelligence, machine learning, blockchain technologies, cloud services, as well as mobile applications and chatbots for interacting with customers, are analyzed. The main advantages of digitalization in staking are identified: optimization of business processes, automation of risk assessment, increasing the accuracy of underriding, accelerating the speed of settlement of insured events and improving customer experience. The directions of use of digital technologies in PJSC IC "PZU Ukraine" were evaluated and the place of digital technologies as a component of strategic development was determined, which allowed not only to improve the quality of customer service, but also to strengthen market positions in the field of insurance.

At the same time, key challenges related to digitalization have been identified, including: the need to ensure cybersecurity, protect customers' personal data, comply with regulatory requirements and overcome digital inequality among consumers.

The article analyzes the prospects for the development of digital insurance in Ukraine. The importance of an innovative approach to the development of the insurance business and the need to adapt to the new conditions of the digital economy were emphasized. Recommendations for the effective implementation of digital solutions in insurance activities in order to increase the competitiveness of the company in the modern market are proposed.

The study confirms the opinion that the use of digital technologies in insurance is not just a trend, but is an integral part of a development strategy that will allow insurance companies not only to survive in the face of growing competition, but also to thrive, offering high-quality, efficient and innovative insurance products that meet the needs of the XXI century. Further research of these aspects is important for understanding the future of the insurance market in wartime.